Albertsons Begins Integration Across YouTube With Google's DV360
Albertsons Media Collective has launched an integration across YouTube with Google's Display & Video 360 (DV 360). Keurig Dr Pepper will be the launch partner for the integration.
The integration, which is powered by Google's AI-driven optimization tools, allows advertisers to reach Albertsons' grocery audience across YouTube and premium publisher inventory, the company said. Albertsons' audience spans more than 50 million loyalty members and 36 million weekly shoppers.
“Our collaboration with Google extends the power of real, purchase-based insights by bringing our first-party data into YouTube and DV360," said Evan Hovorka, VP of product innovation at Albertsons Media Collective. "This enables brands to seamlessly reach our shoppers where they’re already streaming and engaging – creating a more relevant, connected and impactful online shopping experience."
The move lets advertisers take a more full-funnel approach to retail media campaigns by engaging consumers earlier in their shopping journeys while tying media exposure to sales at the SKU level, the company said. The integration includes access to more than 175 commerce audiences and custom brand audiences, and gives advertisers reach based on consumers' real buying behaviors like demonstrated interests, routines and brand loyalty.
For Keurig Dr Pepper, its focus on precision spurred the company to partner with the launch of Albertsons' new integration, according to Ben Sylvan, Keurig Dr Pepper's SVP of connected media.
“With Albertsons shopper data in DV360, we can ensure every impression we buy on YouTube reaches our most valuable consumers," Sylvan said. "Closing the loop with retail sales gives us the transparency needed to shift budgets to what truly moves the needle.”
Google or YouTube accounts for part of the discovery of a new brand, product or retailer for 82% of consumers, according to a survey of more than 56,000 consumers in July conducted by Google and Ipsos.
Kroger also began a partnership with DV360 this spring.
This article was originally published on P2PI sibling brand Progressive Grocer.
